• Report
  • 10 May 2022

The Digital TV Group (DTG), the centre for UK digital TV, has published the full findings of its much-anticipated national TV trends survey in the annual ‘State of the Nation’ report. We commissioned independent research agency Futuresource Consulting to carry out detailed research among more than 2,000 UK TV consumers in all age demographics, as well as senior leaders from across the TV sector.

From sales figures and subscription trends to buyer behaviour, accessibility and drivers for the future, this set of business-critical insights considers the key trends in the TV eco-system and the consumer pain points that need addressing.

Quality matters for an increasingly discerning consumer when it comes to resolution, audio quality and content. Consumers now expect all SVoDs and BVoDs to be available across all devices and would use this as a selection criterion when buying a new TV. However, energy efficiency and running costs have moved to second place in the priority list, driven more by the cost-of-living crisis than sustainability.

Appetite, and a preference, for British content is high despite the penetration of international streamers, and almost three-quarters thought access to free national television was important (though younger demographics were less likely to say so).

All this plus what the future holds for the viewing experience from IP-delivery to the Metaverse, 5G capabilities to voice control, object-based media and appetite for 8K.

A full list of contents is below. The report is free for all DTG members and can be downloaded by registering or logging in to the DTG Member Hub using the download link above.

Non-members can purchase the report for £1,995 by emailing the team here.



Executive summary



Key findings

The UK TV and video landscape

The Free TV landscape: Expansion and fragmentation

Globalisation undeniable, but Brits back British

The evolution of the viewing experiences and discovery

Audio remains critical for viewing experience and accessibility

Consumer attitudes to Digital TV

A shift to de-cluttering?

Integrated voice technology

Attitudes toward cyber-security

Energy efficiency now a key consideration for TV buyers

The challenges of Ultra High Definition

4K is becoming the new baseline

8K under consideration despite limited consumer interest

Beyond television: Other TV features

Bridging consumer expectations and industry innovation

Future innovation in Digital TV

A fork in the road for video standards

Transition to new codecs

Applying AI to improve efficiency

Improved TV experience with Bluetooth LE Audio

5G extends the television opportunity

Expanding network reach

Debate over 5G broadcast

Live events over 5G

Metaverse: The final digital frontier

UK television innovation timeline

Economic importance of the UK television and broadcast industry